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Breaking Out of the Status Quo

Finding the Pony in the Charity Commission Report

  Didja hear the one about the two kids:  one an extreme pessimist, the other an extreme optimist? The parents took the pessimist to a room full of brand-new toys, and the optimist out to a manure pile. When they checked in on the pessimist, he was crying.  He wouldn’t play with any of the […]

Learn More July 17, 2018

Why I Hate Sugarcoating Issues

I was looking for studies that had been done on what type of images are effective in nonprofit direct marketing.  So I headed over to Google Scholar and searched for “use pictures fundraising appeals.” You would have thought I was searching for snuff films.  Here are some of the titles of journal articles that faced […]

Learn More June 26, 2018

Agitator Cliff Notes: What’s Next?

I wanted to find another book to talk about today.  But the problem wasn’t finding a book; it was narrowing it down to just one. So let’s hear your votes in the Comments on two things: Is this Agitator Cliff Notes approach worthwhile and worth doing again? What book(s) do you recommend?  Roger has sent […]

Learn More May 5, 2018

Attacking the Dreaded Rebrand with Donor Focus

I’ve been through rebrands.  I’ve been through prostate exams.  And I know which I’d rather go through again. That’s why when the question “what does donor identity mean for a rebranding organization?” came up on last week’s webinar, I started to experience all of the side effects you’d see in the average pharmaceutical ad. (“Ask […]

Learn More April 19, 2018

YourMediaCompany.org

There are many real issues and perceived issues concerning the state of media.  This is not that thought piece. This is the one proclaiming that this is the perfect time for your organization to become its own media organization; for several reasons. The costs of operating a media organization have never been lower. You could […]

Learn More March 28, 2018

A Little Hair of the Dog

You’ve heard me talking about knowing your donors’ identity or identities. One of the classic examples is cat people versus dog people: it’s simple, there are two options, and you can see how messaging would be different for each group. But it took a for-profit to give an interesting example of a next logical step […]

Learn More February 28, 2018

The Joyful, Fighting Spirit Of Tom Mathews

Too often we focus on the technical tactics of fundraising, spending far too little time on the intangible, but all-important, heart and soul that form the foundation of all causes and movements. In a world too invested in maintaining silence, the hero’s words of truth ring out like a pistol shot. Last week our world […]

Learn More October 27, 2017

Yikes … Fundraisers Make Way For Marketers!

Here’s the NY Times headline that caught my attention: To Sell Themselves to Donors, Nonprofits Are Turning to the Pros. Wow! I thought … I’m about to find some real breakthrough thinking. Can’t wait to see who are these “pros” are? Don’t get me wrong, I do agree that nonprofits can communicate in ways that obscure […]

Learn More September 26, 2017

Vice Cream

My second video-inspired post of the week is triggered by an enthusiastic review of Vice Cream’s marketing campaign by Melissa Ward at Target Marketing, for her regular Friday “What were they thinking?’ feature. Of course, Melissa’s review itself is delivered by video. But wait, it’s really Vice Cream’s own video (barely 2 minutes) that I want you to watch and, […]

Learn More July 25, 2017

Summer Doldrums Threat #1: Branding

Sooner or later someone in your organization, totally devoid of fundraising knowledge (likely a board member or the spouse of one), is going to come back from their summer break with a ‘brilliant idea’. In fact, over many summers, many ‘brilliant’ ideas have crossed The Agitator’s desks. So, we’ve gone back through the archives and will share some of […]

Learn More July 20, 2017

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Ask A Behavioral Scientist

    Behavioral Science Q & A

    Q: As a designer who works with non-profits on fundraising strategy, I see the language like the following: “Our supporters help empower every girl, ensuring she has the resources she needs.” I do not think the word “help” is useful–I think “Our supporters empower every girl, ensuring she has the resources she needs. ” is much more engaging. Thoughts?

    Whether “help” is more engaging or not really depends on the framing and context. The word help can sometimes weaken the perceived agency of the supporter, making their role feel secondary rather than central (your point). On the other hand, help can also signal collaboration rather than implying full ownership of the outcome, which might […]

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    Q: We started offering a donor cover option last april 1. The data to date suggests this may be dampening giving.eg. those who say yes to donor cover have a lower average gift (based on analysis of 6000+ gifts). I’m wondering if those who give lower gifts feel more guilt and therefore say yes to donor cover or if the presence of donor cover is making people adjust (lower) their gift size to accommodate the extra 3%. Would love any insights you have.

    Great question! Here’s how behavioral science can help unpack what might be happening: Pain of Paying: Even a small extra charge can make giving feel more transactional than emotional, potentially reducing generosity. Fairness Concerns: Some donors might perceive donor cover as a surcharge rather than a contribution to the cause. If they feel the charity […]

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    Q: When writing an appeal, I waffle back and forth between writing “Your gift CAN…” or “Your gift WILL…” Any studies of which of these two words is best for an appeal?

    The choice between “Your gift CAN…” and “Your gift WILL…” taps into the psychological framing of certainty vs. possibility. Currently, there is no academic research directly comparing these two framings in charitable appeals. However, I suspect no framing is universally better—the outcome likely depends on your target audience and the campaign’s goal. Here are some thoughts: Certainty Framing – […]

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    Q: Do you have any insight on whether integrating an individual giving appeal with other comms from the charity in both appearance and messaging can uplift results? Or does the actual appeal become ‘lost’ for lack of stand-out?

    Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]

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    Q: Is there any research on response rate impact in direct mail when referring to a sustainer gift as ongoing or recurring (catching all frequencies) v. monthly or annual?

    I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]

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    Q: A major conservation nonprofit sends me lots of mail, many of which have on the envelope “time to renew” or “2nd notice.” I find this practice deceptive, especially as I haven’t given to said organization since 1997. It must be effective or they wouldn’t do it. But is it ethical?

    Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]

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